Sober curious Gen Z didn’t grow up with a drinking culture, so needed to be shown how to incorporate Smirnoff Sodas into their social life. Tapping into parasocial relationships, we invited our audience to come on a ride with IRL groups of creator friends - and Smirnoff Sodas.

We worked with Creators with large audiences who were already famous for being friends.

We then had a ring leader in each friendship group kick things off by publicly inviting the others on a slightly unhinged adventure.

The next day, video reels of their adventure would go live, with each friend posting their own entertaining take on what went down.

Up first Flex, Froomes and Louis had took on challenges at Flex’s, hit up their fave local Thai spot and then some indoor sky diving of course.

Tily and Nick took themselves and their wine mums to a festival for a good time.

Tara and Connor indulged in their love of thrifting before some Chinese Noodle House and karaoke in China Town.

Soda ya wanna grabbed and held the attention of a generation who have better things to do.